The real deal: Mick Fanning battles with the shark at Jeffreys Bay, South Africa, in July. Photo: World Surf League

Ms Osborne said the World Surf League last week contacted Fanning, who is in Europe preparing for a competition, to tell him it believed the ad was in breach of its rules.

"Their lawyers were getting in touch with KFC to get it off [the air]," Ms Osborne said.

"The comment that Mick made [was] that it's disrespectful to anyone who has been attacked by a shark and he wants it off as well. We're very upset about it."

SURFER magazine also took a dim view of the ad, and doubted that Fanning would find it amusing.

"The guy quarrels with a shark on live webcast, sees his life flash before his eyes, and now a fried-chicken chain is poking fun at his close call," the magazine said.

The ad was marketed to South Africa but has since gained worldwide traction, including an appearance on The Today Show on Australia's Channel Nine.

KFC South Africa posted the clip to its Facebook page, where the reaction from users was mixed.

"Disgusted that you could make fun of Mick Fannings close shave in the Jbay open," Johan Reyneke commented. "Can't come up with any better ideas to sell oily chickens? Shame!"

KFC Australia distanced itself from its South African counterpart. A spokesperson told Fairfax Media: "The advertisement has been produced in South Africa - KFC Australia is very sensitive to the situation in Australia and this is not the type of ad we would choose to show here."

Advertising guru Garry Horner, from the Australian agency Matterhorn, said the ad was "nicely produced" but he was not sure it would sell burgers.

"There's obviously an appetite for that sort of shark-related humour. Clearly they're targeting that younger male audience," he said.

"At the end of the day, I struggle to see the relevance of the chicken burger with the shark. Does it work as a funny sketch? Yes. Does it work as a piece of advertising? No."

A Queensland-based spokesman for the World Surf League declined an interview and said: "The WSL have no comment at this time."

Fanning is in Peniche ahead of the Moche Rip Curl Pro Portugal, which begins on Tuesday.